ConsumerSurvey DataMajority definitely would go - in all 4 categoriesFollowed by the group "Probably would go"Outcome of both Residents categories is quite surprising (as Asians tend to rather give moderate answers)CompetitionCompetitor: Disney Hong Kong but more expensive (RMB¥ 410) and smaller

As a result, the competition is indirect for the Disney Shanghai park Majority will wait until others have visited and given their recommendationStill relatively high share intends to be one of the first visitorsMost interested groups areFamilies, Couples, PalsMost disinterested groups areelder people, single visitorsMajority visits in the first 6 month instead of 3- waiting for recommendationMajority would recommendAsians prefer to give moderate answersLimitationsThe Consumer Overstatement Phenomenon coming with higher pricescultural factors (Ethnicity, History, Political etc.)Product category Demographic factors

In order to accurately estimate the sales potential of new product, that consumer overstatement factor has to be adjusted accounted for.Evaluate the sales potential of the Disney Park in Shanghai

Based on:Conducting forecasts based on the"Lin Model Framework"

Quantifying consumers' acceptance of the parknumber of visitorswillingness to pay (entrance, food, souvenirs)

Determining the optimal pricing scheme

Marketing plansKey drivers of visits Key target groups

1 year time horizon

Assumed launch date: April 1st, 2016Why it will be successfulThe concept is appealing

Better quality than competition (larger, more attractions)

Reasonable price in relation to the overall value of the experience

Large exposure thanks to strong marketing efforts

Very high brand awareness

Weak potential competitive reaction

Majority of all 4 categories going to Shanghai by Railway & SubwayPuDong International AirportHongQiao Domestic Airport / HubSubwayTheaters (122)Theme Parks have three main sources of revenue

Admission FeesFood and BeveragesSouvenirsWe want to choose the pricing scheme that maximizes the total sales in a 1 year time frame QuestionnaireMajority of both categories......"Residents" going to Disney Park by car followed by Subway..."Tourists" going to Disney Park by Subway followed by Taxi & BusTicket PromotionRecommendationsLong range view and focus on quality rather than speed

Emphasis and continuous measure of consumer satisfaction

Constant marketing effort, including after the first years of activity

National TV: 1 GRP= RMB 6000Local TV: 1GRP= RMB 2500 Hedonic Avg.: only a slight difference for residents (RMD 250 better than RMB 350)Avg. Price/Value: better result for RMB 250 ticketAvg. Uniqueness: only slightly better result for Tourists RMB 350Both Residents and Tourists plan to visit Disney between 1.1 and 1.2 times during Year 1 and 1.0 and 1.1 times after Year 1Residents (avg. 3.4) plan to come in bigger groups than tourists (3.1)Visitors paying a higher price for the ticket plan to spend more money for food but not for merchandise (tourists plan to spend slightly more)Avg. Travel Time to the Disney Park is between 30 and 37 minutesTourist have slightly higher income levelResults do not explain if higher income level individuals are willing to pay a higher price